INFLUENCE OF MENU PLANNING, MEAL QUALITY AND MEAL SERVICE ON CUSTOMER SATISFACTION IN SELECTED HOTELS IN NAKAWA DIVISION KAMPALA DISTRICT

LIST OF ACRONYMS

F&B                            Food and beverage

SPSS                           Statistical Package for Social Sciences

UHOA                        Uganda Hotel Owners Association

ABSTRACT

The study was carried out in Nakawa Division, Kampala District with the general objective of investigating influence of menu planning, meal quality and meal service on customer satisfaction in selected hotels. The specific objectives included to identify the forms of menus and meal service used in selected hotels, to determine how meal quality is ensured in selected hotels, to investigate the level of customer satisfaction in selected hotels and to determine the social economic status of customers and workers in selected hotels in Nakawa Division. The study adopted a survey study design where both quantitative and qualitative methods of data collection were adopted to collect data from top managers, customers, and hotel staff using questionnaires.

The study found that the most common Menues used in hotels include Alcata

have several methods in which menus are complied, the hotel plans on the type of food to be prepared and served, and the hotel considers the needs of the customers while planning for its menu. Hotels also considers a variety of cooking methods, varieties of foods, and the social economic status of customers is considered when compiling the menu. Results show that hotels apply different types of menus to cater for the different clients in a bid to ensure customer satisfaction such as A’ la carte menu (74.1%), Table d’ Hôte menu (74.1%), Carte du Jour (70.4%), and Plat du Jour (61.5%). Hotels use table service, self-service, tray services, and counter service. The meal service is maintained through garnishing of food (100%), plating of food (100%), the hygiene of food service area is good (100%). It is also maintained through having good food service equipment is good 68.9%), keeping the taste and colour of the food good (100%). This shows that in most hotels meal service has been ensured to influence customer satisfaction.

The study concluded that ensuring meal quality is ensured through having hand washing facilities at the service point and keeping the plates and cutlery always clean. It is also done through inspecting customers frequently, high quality meals, providing good after service, no pests and flies in the service room, serving food while it is still hot and ensuring that the waiters and waitresses are very much clean. The study recommended that hotel management should train its staff members further on the ways to present food on the table for the guests. This should be through seminars and training during weekends.

CHAPTER ONE: INTRODUCTION

1.0 Introduction

This section presents background to the study, statement of the problem, objectives of the study, research questions, scope of the study, and significance of the study.

1.1. Background to the study

Menu planning is an advance plan of a dietary pattern and it involves laying out the nature of dishes, their means of preparation and service in the food industry (Barrows, 2012). Meal service on the other hand is the process where food is plated and displayed (Prezo, 2020). Meal service involves kitchen service, tray service, (table service (where meals are served by waiter or waitress as the dinner sits and relax at table. Customer satisfaction is a marketing term that measures how products or services supplied by a company are able to meet customer’s expectation (Devaraj, 2017). Every business organization needs to keep customer happy. Increasing effectiveness of menu planning makes businesses successful and maintains relationships for longer time (Kumar, 2017).

Worldwide, menu planning is playing a significant role in the marketing and selling functions in hotels (Alshurideh and Alkurdi, 2012). Amy (2011) notes that hotels worldwide without menu planning waste resources; this causes customers to look at the competitors as customers are always looking for the best service.

In African hotels, menu planning is considered to be   significant in the marketing and selling functions in restaurants, Walimbwa (2008). However, many beginning hotels in Africa do not prioritize menu planning. This has increased the cost of operation (Flickr, 2014) making many hotels collapse before their first birthday.

In Uganda, five star hotels have discovered that menu planning makes customers to get satisfied with the products and services offered in the hotel (Ward, 2012). However, the starting hotels and one star hotels have neglected menu planning.  This has made them suffer from stiff competition making some hotels to collapse and also to scare away the beginners (Farri & Bendle, 2010). Beyond menu planning, the meal quality in many one star hotels does not meet customer’s expectation due to the inconsistence in the service quality and this is also failing to meet the satisfaction levels of the customers.

Satisfying a customer is therefore one of the challenging tasks because of a combination of factor and different customer preference, and menu planning is key to customer satisfaction. All that in mind it should be understood that, gaining high levels of customer satisfaction is very important to hotel because satisfied customers are likely to continue consuming from the establishment and are willing to pay high price for a quality service (Keng, 2013).

Little research has been documented on the relationship between menu planning, meal quality, meal service and customer satisfaction in hotels in Uganda. Thus, this current study closed this gap by investigating the influence of menu planning, meal quality and meal service on customer satisfaction in selected hotels in Nakawa Division.

1.2 Statement of the problem

People are giving great complaints due to untidy menu, poor arrangement of items on the menu and high price of products on the menu in accordance with the meal quality, which has led to reduction in the number of customers in hotels in Kampala (Beguma, 2011; Maxine, 2013). Reduced number of customers has led to cash flow challenges, reduced profits, reduced market share, employee turnover (Nesto, 2020).

There have been efforts by associations such as Uganda Hotel Owners Association (UHOA) to improve on their services through integration of new technology and adoption of strategies from developed countries. However, customer satisfaction has remained a very big burden, for example, Cook (2019) found that out of 25 dissatisfied customers, only one will complain to the organisation; 24 unhappy customers will not complain to the organisation but will instead tell an average of 10 people each of their bad experience, these ten will tell a further 5 people each. In total, about 1,200 people will get to hear about the poor service; most of these never having ever experienced the services of the organisation first-hand, therefore potential customers are lost.

It is therefore, not clear whether menu planning, meal quality and meal service influences customer satisfaction. Yet, few studies have been carried out. This study sought to find out information on the influence of menu planning, meal quality and meal service on customer satisfaction in selected hotels in Nakawa Division

1.3 Objectives of the study

1.3.1. General objectives

To investigate influence of menu planning, meal quality and meal service on customer satisfaction in selected hotels in Nakawa Division, Kampala District.

1.3.2 Specific Objectives

The following objectives guided the study;

1. i) To determine the social economic status of customers and workers in selected hotels in Nakawa Division.
2. ii) To identify the forms of menus and meal service used in selected hotels in Nakawa Division.

• iii) To determine how meal quality is ensured in selected hotels in Nakawa Division.

1. iv) To investigate the level of customer satisfaction in selected hotels in Nakawa Division.

1.4 Research Questions

The study was guided by the following research

1. i) What is the social economic status of customers and workers in selected hotels in Nakawa Division?
2. ii) What are the forms of menus and meal service used in selected hotels in Nakawa Division?

• iii) How is meal quality ensured in selected hotels in Nakawa Division?

1. iv) What is the level of customer satisfaction in selected hotels in Nakawa Division?

1.5 Scope of the study

This covered the content, geographical and time scope:

1.5.1 Content scope

The study assessed the influence of menu planning, meal quality and meal service on customer satisfaction in selected hotels in Nakawa Division. Specific emphasis was put on identifying the social economic status of customers in hotels, the forms of menus and meal service used and their characteristics, how meal quality is ensured, and whether customers are satisfied with the types of menus and meal service .

1.5.2 Geographical scope

The study was carried out in selected hotels in Nakawa division- Kampala district. Nakawa Division is one of the five administrative divisions of Kampala. It is bordered by Kyambogo to the east, Nakawa to the south, Naguru to the west, Bukoto to the northwest, Kigoowa to the north, and Kiwaatule to the northeast. This location is approximately 7 kilometres (4 mi), by road, northeast of Kampala’s central business district.

1.5.3 Time scope

The study was carried out with in a period of six months and considered a literature review from 2008 to 2019

1.6 Significance of the study

It is expected that the study will guide the Management of Hotels, on how to increase customer satisfaction using good menus and meal presentation

This study will be useful to the academic fraternity as it will provide reference for future researchers who will be looking at the influence of menu planning, meal quality and meal service on customer satisfaction in selected hotels.

The study will also help to bring out key information that can be used to guide prospective investors to venture into the hotel industry thus helping the government to earn revenue from taxes.

The study will also help the researcher to attain his bachelor’s degree in hotel and institutional catering.

CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

This presents the review of the related literature by other researchers and other sources of information on this particular problem under study. The literature is cited from journals, books, newspapers, websites and reports and it flows according to the research objectives.

2.1 Menu

Traditionally a restaurant menu would have been a blackboard in a restaurant kitchen continuously updated through a service period to notify waiters of the price and the number of portions of different menu items remaining (Ahmed, 2013). Today, however, menus are vital marketing tools and major factors in influencing guests’ first impressions of a restaurant and raising expectations about the food and beverage (F&B) on offer. Developing a successful restaurant menu requires an in-depth understanding of guest preferences and F&B managers construct the menus they think are best for their guests (Mohammed, 2013).

The type of menu, its design, colour and paper must reinforce a hotel’s image. Bowen and Morris (2015) emphasised that the menu is an extension of a restaurant’s personality. Restaurant menu design considerations start with the needs and expectations of guests. When a menu is presented to a guest, a sales transaction begins. However, if the restaurant menu fails to meet guest needs, it will result in a drop in revenue (Waller, 2011). A well-designed menu can stimulate sales and enhance the average check of guests.

Jones (2012) stated that the menu presentation, its design and its descriptions of menu items all contribute to the guest experience. Mills and Thomas (2017) noted that the menu is considered the initial opportunity to exceed guests’ expectations of their dining experience in a restaurant.

There are different types of menu available in food and beverage outlets in open market or in high class hotels.

2.1.1. A’ la Carté

This is a French word and means “According to the Card or Customer’s Order”. It’s a list of all the dishes available in a particular restaurant. In this menu, the guests may select separately to compile his or her menu and is required to pay only for the food or beverage items ordered. This type of menu is available in all types of food and beverage outlets except for banquets, flight catering, institutional catering and welfare catering (Bowen, 2015).

The special characteristic features are: extensive choice in food and beverages within each course and in categories, each dish is priced separately; dishes are cooked as per the order; each dish ordered has a waiting time, customers are billed as per their order, every dish has a short description underneath to explain the dish and dishes are semi-prepared beforehand and finished off at the time of their order (Ahmed, 2013).

The advantages of A’ la Carté include: customers have extensive choose to choose from, customers have to pay only for the dishes ordered, need of children, old aged and others can be catered to and freshly cooked food is offered (Nam and Lee, 2011). However, according to Mann (2012) A’la Carte needs more kitchen space, kitchen and service equipment. Also, more Mise – en – place is required to be done, requires more kitchen staff. In addition, work load of the kitchen and service staff is not evenly distributed, more food wastage is there and the food cost cannot be controlled, as the customer’s preferences cannot be predicted.

2.1.2. Table d’ Hôte:

This is a French word and means “Table of the Host”. In this, the meal is provided at a fixed price and the customer has to pay for the complete meal no matter him/her consuming the whole meal or not. A limited choice may be given to the customer for each course or between courses (Davies, 2014).

This type of menu usually contains the popular type dishes and is easier to control, the set price being fixed for whatever the customer chooses, or being set depending on the main dish chosen and occasionally may offer and additional item at a supplementary price. It is a common practice in many restaurants for a table d’ hôte menu to be offered to a customer together with an à la carte menu (Witle, 2016).

Special characteristic of table d’ hôte menu are: set number of courses, limited choice within each course or amongst courses, set price for all courses; food prepared beforehand and available at a set time. Table d’ hôte menus can be offered for breakfast, lunch and dinners (Ahmed, 2013).

Table d’ hôte menu is available in: banquets, restaurants where buffet lunch and dinner is available, guest houses, flight catering, institutional catering such as mess, welfare catering, “combo meals” in fast food outlets and “thali meals’” in indian restaurants (Davies, 2014).

The advantages of table d’ hote menu according to Alcott (2013) include: less kitchen space is required, limited kitchen and service equipment are required, less mise – en – place is required to be done, less labor is required, as the numbers of dishes are limited, less food storage space required, food wastage is minimal, food cost easier to control. However, the demerits of this type of menu include; choice for the customer is limited, fixed amount has to be paid irrespective of the dishes consumed and need of children, old aged and others cannot be catered to (Mann, 2012).

2.1.3. Carte du Jour:

It’s called as “Card of the day”

It is a special menu for a particular day. This kind of menu features an item of the day and changes every day. They are usually focused on seasonal items. Another name for these menus are “chalkboard menus” because they are often written on chalkboards (Witle, 2016).

2.1.4. Plat du Jour:

It’s called as “Plate of the day”. It is a special dish of a particular day which is prepared and changed daily. The food item offered by this menu mainly prepared on the basis of seasonal items and combination of both a’ la carte and table d’ hote menus. Du jour menu is also known as “chalkboard menus” because day’s special often written on chalkboards (Witle, 2016).

2.1.5. Cyclic Menu:

It’s a menu which changes every day for a certain set of days before the cycle ends. In this the menu changes every day for a particular week or on a fortnight basis. After the completion of the cycle, a new set of menu is prepared and followed, keeping in mind the seasonal availability of dishes. These menus offer specific items for each day. For example, fish may be served every Friday, Italian every Saturday, etc. The cycles do not have to run weekly but may run bi-weekly, monthly, etc (Witle, 2016).

2.1.6. Room Service Doorknob Menu card:

A type of menu card which is hung behind the doorknob of a particular room comprising of all the available dishes and beverages for breakfast and for the major meals plus snacks with the rates indicated adjacent to the dishes. The guest may order his/ her choice over the telephone to the room service personnel and get the items ordered served in the room (Witle, 2016).

2.1.7. Static Menu

A static menu is a menu that is often laminated for easy cleanup. It is usually separated into groups such as appetizers, soups and salads, entrees, desserts, etc. Fast food restaurants often have these types of menus. They are the most common used by restaurants that offer same dishes all year long. Fast food restaurants and diners usually offer static menus and separate the menu items into group (Bowen, 2015).

2.1.8. Wine menu

It is developed only with the extensive selection of wines. The wine menu offers a variety of types and selection of wines ranging from low o high. A wine menu generally includes the details description of wine for example; the name, country of origin, the year of the vintage, it’s price and the bin number. This menu also can describe he style, taste, flavor, and the names of food that are paired with any particular wine.

2.1.9. Desert menu

Desert menus offer particular list of desert that are offered by any establishment. The desert tray or a desert cart presentation also can be along with the desert menu. It helps the guests to choose restaurant’s signature desserts. Desert menus are typically served if desert items are quite pricey. Some desert menus also offer a list of special coffees, teas, and after-dinner drinks. Coffee or tea suggestions also can be offered separately (Bowen, 2015).

2.2. Meal service

The service of food and beverages may be carried out depending on type establishment, type of customer to be served, time available for a meal, turnover of customer/clients, type of menu presented, cost of the meal served, and site of the establishment. The essentials of a good service are that quality meals are served efficiently and at a good price (Kumar, 2017).

2.2.1. Table and Counter Service

It is the most commonly used service in the commercial segment of the industry. It can be extremely single or elaborate, and its distinguishing characteristic is service by a waiter/waitress. Counter service is often found in coffee shops, fast food outlets, hostels, schools where the customers are looking for speedy service. These may use different counter arrangements and with limited member of staff to serve. Often table and counter service may be combined. The handling and controlling of guest checks is a major concern in this type of service. Points of control would be checking if: all items are charged, proper prices are charged, and all payments have been settled (Alcott, 2013).

2.2.2. Self-Service

Self-service is characteristic of the food service industry, with variations like counter pick up, take away, drive through, etc. Buffets, vending machines, refreshment-stands at public places and mobile food service units could also be placed in this category. The need for this type of service is really increasing as it provides service at any hour and in every imaginable place (Mann, 2012).

2.2.3. Tray service

Tray service in which food is carried to a person by a food service employee is used by healthcare institutions and for an inflight meal service in the airline industry. Room service in hotels is a variation of tray service (Davaraj, 2017).

2.2.4 Silver Service/Platter to Plate/English Service
This involves the presentation and service of food to the guest by the restaurant staff from the food platter or dish to the guest plate, with the help of a service gear. Always done from the left-hand side of the guest. Professional silver service is all about mastering the technique of using service gear held in the right hand to transfer items to the guest plate from a service dish held in the left hand (Mankiw, 2012).

2.2.5 Pre-Plated Service/American Service
A service of pre-plated food to the guest by the restaurant staff carried out from the right-hand side of the guest. This demands the service staff to be skilled in carrying plates without disturbing the food arranged on them. Usually involves carrying two or three plates in the left hand and no more than four plates in the right hand at a time. Usually practised in coffee shops or restaurants serving Western cuisine (Oade, 2012).

2.2.6 Family Service/French Service
A very simple method of service in which the serving dishes are presented to the guests and placed on the dining table, allowing the guest to select and serve himself. Such service is usually found in restaurants serving Indian cuisine (Vickie, 2018).

2.2.7 Buffet Service
A huge presentation of food items, hot and cold, different cuisines. The service staff positions itself behind the buffet and assists the guests by plating their food for them as they select it, using the silver service technique (Cook, 2019).

2.2.8 Gueridon Service
The term ‘Gueridon’ means a trolley used for the preparation or finishing of food. A trolley is used to cook various ingredients, involving a lot of showmanship such as flambé, carving etc. Done next to the guest table. Can either be an elaborate piece of moveable furniture or a simple dining table (Zarrella, 2020).

2.3. Menu planning

The menu is the most important plan in catering management. It is a statement of intent and the base line from which the many tasks needed to feed and serve the customer are set. To ensure that the customer receives a well-balanced and consistent standard, it is essential to have a policy that directs the method by which menus are compiled and how food will be prepared and served (Prezo, 2020).

The menu reflects the complete array of needs of the consumer base within the parameters of the functional environment and financial constraints. The art of menu planning is balance providing accommodation of the variable needs of the consumers, adequate variety and choice from the 5 food groups, a variety of cooking methods, the opportunity to select nutritionally sound diets, a reflection of the season and environment and produced in a safe manner within the proscribed costs (Opkar, 2015).

Josepa (2016), explains that it is fundamental to menu planning to know your consumer base in terms of their gender, race, religion, medical requirements, lifestyle choices among others. While, the composition of the menu should be drawn from the 5 food groups. In addition, all cooking methods should be employed to provide a variety of flavour and texture and to present attractive food by sight and smell at the point of service. He further notes that the menu cannot be compiled to be more expensive than the level of finances available to support it. It is important that the catering manager/senior chef maintains a record of consumption rates to determine future production.

2.4. Meal quality

Meal quality plays an important role in food service industry. The quality of meal related with quality of raw materials, both are helpful to increase the effectiveness of the menu and it will become the selling tool for the restaurant. Meal quality is one of the factors in customer evolution on different categories of restaurants. Many researchers had done research on various components which includes taste, texture, color, presentation, appearance, accompaniment and garnishes. It is predict that few of the customers revisit restaurant due to good quality of food, in studies both fast-food outlet and restaurant food quality always in rank one position as compare to other where guest take decision to revisit restaurant (Kumar, 2017).

2.4.1. Colour of the meal

Colour and appearance are powerful indicators of object quality. This applies particularly to food. Human beings have different sensitivities to flavour and it is relatively easy to confuse tasters by giving them inappropriately coloured foods (Moir, 2016). The existence of the halo effect results in some foods having to be tailored for a particular market. For example, the French prefer their rose´ wines to be an onion skin colour, the British prefer a light pink, and the Germans and Swiss a deeper pink. There is a division within the United Kingdom for preference of tomato soup colour.

The color of food can affect one’s expectations of the flavor significantly (Shankar et al., 2010). In one study, adding more red color to a drink increased the perceived sweetness, with darker colored solutions being rated 2–10% better than lighter ones, though it had 1% less sucrose concentration (Clydesdale, 2012). Food manufacturers exploit this phenomenon; for example, different colors of the USA products Froot Loops cereal and most brands of Gummy Bears often use the same flavorings (Ashlie, 2018).

2.4.2. Meal taste

Most people would correctly say that taste is determined by more than just taste receptors on the tongue but they may be surprised by the extent to which this is true. Along with the gustatory response, it is commonly recognized what a food smells like (olfactory cues), how it looks (visual cues), and how it feels in your mouth or hands(somatosensory cues) all influence the resulting perception of taste. However, it is not only the attributes of the food that influence taste perception, and instead, environmental/contextual factors also greatly impact the resultant perception of taste.

2.4.3. Meal flavour

Flavor is the perceptual impression of food or other substances, and is determined primarily by the chemical senses of the gustatory and olfactory system . The “trigeminal senses”, which detect chemical irritants in the mouth and throat, as well as temperature and texture, are also important to the overall gestalt of taste perception. The taste of food, can be altered naturally or artificially (Wolfe et al., 2012).

2.5. Customer satisfaction in hotels

2.5.1. Hotel attributes

According to Tas (2016), perception of hotel attributes is the degree to which customers find various services and facilities that are significant in increasing their satisfaction during their hotel stays. Hotel industry is considered as a highly competitive business, since it offers homogenous products and services which are visible and easy to copy by the competitors. Therefore, the hoteliers should identify the best ways to differentiate their products from the competitors to get more advantages.

2.5.2. Food quality

The researchers have identified the quality and customer satisfaction as the best differentiation strategy (Low, 2015). Food quality plays an important role in food service industry. The quality of food related with quality of raw materials, both are helpful to increase the effectiveness of the menu and it will become the selling tool for the restaurant. Food quality is one of the factors in customer evolution on different categories of restaurants.

2.5.3. Service quality

Hotel customers are focus on two things generally one is food quality and another is service quality, these are two major areas which show the effect of business by using this process a hotel can maintained long and healthy relationship with guest in term of guest satisfaction (Ala`a Nimer,2012). There are other various factors also contributed for the satisfaction of customer, but author examine some of the important factors like food quality, service quality, restaurant environment and revisit intention (Chow Keng, 2013).

The level of customer satisfaction like other than quality of food some time ambience of the restaurant, treating of guest, courtesy, friendly atmosphere, behavior and smile are the important factors which make customer satisfaction level high. Customer suggestions and comments are highly appreciated by the organizations, which can help for measuring the performance of the restaurant Cheng-Wen, 2009).

2.5. Social economic status and customer satisfaction

2.5.1 Gender

Customer characteristics such as gender have a great impact on the level of customer satisfaction (Jaesung, 2016; Mittal et al., 2011). Researchers have shown that customer characteristics moderate outcomes of customer satisfaction such as repurchase intention and share of the wallet (Cooil et al., 2017). Many studies have been carried to evaluate differences between men and women on satisfaction. There are many studies which have found satisfaction to be unrelated to gender (Carmel, 2015). However many studies have found that women report greater overall satisfaction (Buller, 2017).

2.5.2 Age

Javalgi (2019) found that older customers perceived personal service as important attributes of hotel services. The pronounced emphasis on service interactions among the elderly was also highlighted in a study by Mattila (2013) where the lack of personal service in room delivery was found to be major barrier of customer satisfaction among mature customers.

2.5.3. Income

Income of the socioeconomic factors that influence customer satisfaction in hotels (Kumar, 2017). Customers with different income levels have been found to have different perceptions of service quality (Scott, 2013). It is generally accepted that individuals with higher income levels also have higher education levels (Farley, 2014). Kotler (2010) suggest an increase in educated people leads to an increase in the demand for quality products. So, customers with higher income levels may perceive service quality differently from their lower income counterparts.

2.5.4 Employment status

High income prefer a different menu compared to low income earners. In regards food, it is conventional that presentation comes before taste. The menu design, colors applied in menus, the type of paper, illustrations should reinforce the restaurant image. In contrast, menus that demonstrate incorrect  information  can  lead  to  customers’  dissatisfaction,  a  financial  loss  and  could  influence  the  ultimate failure  of a  restaurant  operation.  As indicated by Carange (2016)  due  to  the  increased  recognition  of healthier consciousness of  customers  to  obtain better lifestyle,  many restaurants  have  started to put methods of food  preparation  information  on  their  menus,  to  meet  their  customer’s  expectation  and  achieved  customer’s satisfaction.

CHAPTER THREE

METHODOLOGY

3.0 Introduction

This chapter discusses the research design, target population, sample, sampling techniques sources of data, and data collection procedures used in obtaining the required data.

3.1 Study area

The study was carried out in selected hotels in Nakawa division- Kampala district. Nakawa Division is one of the five administrative divisions of Kampala. It is bordered by Kyambogo to the east, Nakawa to the south, Naguru to the west, Bukoto to the northwest, Kigoowa to the north, and Kiwaatule to the northeast. This location is approximately 7 kilometres (4 mi), by road, northeast of Kampala’s central business district.

3.2 Research Design

The research strategy used for the research was a survey approach in order to collect quantitative data which was analyzed using descriptive statistical tools. The use of a survey enabled generalization to be conducted using findings generated from a sample size which is representative of the whole population.

3.3 Study Population

The sample population consists of male and female customers and staff of selected Hotels in Nakawa Division.

3.4 Sample size

The sample size was determined using Cochran’s sample size formula. The formula is as shown below;

n_o=

Where;

n_o is the sample size

Z is the level of significance to be 95% (Z=1.96 from statistical tables)

e is the desired level of precision to be 9.8%

p is the estimated proportion is 0.5 since it is unknown and q is (1-p) which also results into 0.5.

The sample size is calculated as follows;

n_o=

n_o=

n_o=

n_o=97

This implied that the sample size of the study was 97 respondents.

Table 3.1. Showing distribution of sample size

3.5 Sampling methods

The study employed purposive and simple random sampling technique. Purposive sampling was used to select top managers. The researcher chose the sample based on who he thought was appropriate for the study.

Simple random sampling was used while selecting customers to give customers equal chances of being selected in the study.

3.6 Sources of Data

The data for this study was drawn from two main sources; primary and secondary data sources.

3.6.1 Primary data

Primary data was collected from the field by use of questionnaires which was administered to the respondents. This enabled the study to obtain first-hand information which had not been published.

3.6.2 Secondary data

Data was collected from already written reports, textbooks, libraries, electronic media, magazines, and research journals. This enabled the researcher to top-up on the literature that were obtained from the relevant textbooks.

3.7 Data collection methods

3.7.1. Interview

Formal interviews were conducted by the researcher personally to the top managers.

3.8 Data collection tools

3.8.1 Questionnaire

Questionnaires was used to collect quantitative data. In this case, close-ended questionnaires were esigned for the study, because they could facilitate quick response from a large number of respondents. In addition, questionnaires were used because they increase the degree of reliability due to the many items in them and they enhance the chances of getting valid data (Amin, 2005). The questionnaires were self – administered and were given to customers and hotel staff.

3.8.2 Interview Guide

Formal interviews were conducted by the researcher personally to the top managers. This was because the method elicits more information through probing and also checked on non-response among the respondents.

3.9 Data analysis and presentation

Data obtained from closed ended questions was analyzed using the descriptive option of the computer package of SPSS 22 for analysis of data. This data analysis was done by categorizing responses into frequency counts and percentages and other data was presented using graphs and pie charts.

3.10 Limitations of the Study

The study was expensive in terms of stationary. However the researcher mobilized funds from his friends and family members for the study to be completed successfully in time with the help of the supervisor.

The researcher further faced a problem of some respondents not providing information for the study as information relating to the study variables, however, researcher explained to them that the information was only for the academic purpose while making them to understand the study variables.

CHAPTER FOUR

PRESENTATION AND INTERPRETATION OF FINDINGS

4.0 Introduction

The chapter presents findings on the social economic status of customers and workers in selected hotels, the forms of menus and meal service used in selected hotels, how meal quality is ensured in selected hotels and the level of customer satisfaction in selected hotels in Nakawa Division.

4.1. Social economic status of customers and workers in selected hotels

This section presents the findings about gender, age, level of education, years spent, form of employment, and level of income of respondents.

4.1.1. Gender of the respondents

According to the findings in Figure 4.1, 58% of the respondents were male while 42% were women.

Figure 4.1: Showing gender of respondents

4.1.2. Age of respondents

Results in Table 4.1 indicates that majority of respondents 49.4% were in the 40-50 age group, 29.9% of them were between 30-40years while 13.4% of the respondents were 20-30years and only 8.2% of the study respondents were above 50years.

Table 4.1: Showing age range of respondents

Source: Primary Data

4.1.3. Education level of respondents

From Figure 4.2 above, majority of respondents constituting 36.25% were diploma holders, 21.25% of them acquired degree and 18.75% of the respondents had acquired secondary level, 13.75% had completed primary level of education and only 10% of the respondents had not acquired any formal education.

Figure 4. 2: Showing Level of education of Respondents

4.1.4 Years spent with the hotel

Results in Figure 4.3 above shows that majority of the respondents 44.33% had been with the hotel for 0-5years, followed by 38.14% who had spent 6-10years, and the least (17.53%) had spent over 10 years.

Figure 4.3: Years spent with the hotel

4.1.5 Form of employment

The results in Figure 4.4 shows that 44.29% of the respondents were self-employed, followed by 41.43% who worked in private companies, while 14.29% of the respondents were civil servants.

Figure 4.4: Form of employment

Figure 4.4. Form of employment

4.1.5. Level of income

From the Figure 4.5 above, majority of the customers (38.14%) earned above 500,000 the others (22.89%) earned 310,000/= – 500,000/=, 160,000/= – 300,000/- (15.46%), 60,000/= – 150,000/= (12.37%), and only 11.2% earned below 50,000/. This implies that majority of the respondents were capable of acquiring services from these hotels.

Figure 4.5: Level of income

4.2 Form of menu and meal service used in the hotel

The result showed that the following are the forms of menus and meal service used in the hotels in Nakawa division.

4.2.1. Menu planning in hotels

The table 4.2 shows how menu planning were done in the hotel.

Table 4.2: Menu planning in hotels (hotel employees)

Source: Primary Data

Results from the Table 4.2 above, all of the hotel staff agreed with the hotel has several methods in which menus are complied, the hotel plans on the type of food to be prepared and served, and the hotel considers the needs of the customers while planning for its menu.

In addition, 96.3% agreed that the hotel also considers a variety of cooking methods, 92.6% agreed with the hotel considers varieties of foods, and 88.9% agreed with the social economic status of customers is considered when compiling the menu. This implies that most of the hotels in Nakawa division ensure menu planning in various ways.

4.2.2. Forms of menus used in hotels

The table 4.3 below shows the forms of menu that were used in the hotel.

Table 4.3: Forms of menus used in hotels (hotel employees)

Source: Primary Data

4.2.2.1 A’la carte and Table d’hote

From the Table 4.3 above indicates that in most hotels, A’ la carte menu is used (88.9%), 11.1% disagreed. This implies that in most hotels in Nakawa Division, the A’la carte menu is used. Also, 74.1% agreed with the hotel has Table d’ Hôte menu (Table d’ Hote), 25.9% disagreed. This means that most hotels in Nakawa division adopted Table d’ Hote as the type of menu to be used to serve their customers.

4.2.2.2 Carte du Jour and Plat du Jour

From the views of the hotel employees, 77.8% mentioned the hotel has a special menu for a particular day (Carte du Jour), 22.2% of them disagreed implying that some hotels in Nakawa Division have Carte du Jour menu in their service. The Table 4.3 indicated that plat du Jour is one of the menu that are used by some hotels in Nakawa division because 66.7% agreed and only 33.3% disagreed.

4.2.2.3 Cyclic menu and doorknob menu

Table 4.3 also shows that, 51.9% agreed with cyclic menu where the restaurant has a menu which changes every day for a certain set of days before the cycle ends compared to 48.1% who disagreed. The findings also revealed that the hotel has a menu which is hung behind the doorknob of a particular room comprising of all the available dishes, beverages and  major meals plus snacks with the rates indicated (92.6%) and 7.4% indicated no.

4.2.2.4 Static menu

Finally, the Table 4.3 above revealed that 70.4% agreed that the restaurant has a menu that is often laminated for easy cleanup (Static menu) compared to 29.6% who disagreed.

From the findings, it is revealed that hotels apply different types of menus to cater for the different clients in a bid to ensure customer satisfaction.

4.2.3. Forms of meal service used in the hotels

Table 4.4: Forms of meal service used in the hotels

Source: Primary data

4.2.3.1 Self-service, tray services, counter service

From the Table 4.5 above indicated that 77.8% of the respondents agreed with the hotel allows customers to serve themselves, only a few hotels allow their customers to serve themselves (14.8%). In addition, 80% agreed that customers are served using tray service, only 11.1% disagreed. In some hotels 33.3% agreed with the hotel also uses a counter service while, 44.4% agreed that in their hotel they use table service.

4.2.3.2 Buffet service, American service, English service, and Gueridon service

The findings also revealed that all the respondents agreed with their hotel using a buffet service, 77.7% agreed with the use of American service. Besides, 59.2% of the respondents agreed with English service, while 40.8 disagreed. Finally, 74.1 of the respondents disagreed with the use of Gueridon service.

4.3 How meal quality is ensured in selected hotels in Nakawa Division

4.3.1. How meal quality in hotels is ensured

The findings from table 4.6 below shows how meal quality is ensured at the Hotel

Table 4.5: How meal quality in hotels is ensured

Source: Primary Data

4.3.1.1 Hand washing at service point, clean plates and cutlery, and well cooked food

From the Table 4.6 above, 92.6% of the respondents indicated that hand washing facilities at the service point are well done and 7.4% are averagely done. More so, 81.5% said the plates and cutlery is always clean are well done while, 18.5% of them said averagely done. It also shows that 96.3% of the respondents said the food is well cooked while 3.7% of them indicated averagely.

4.3.1.2 No pests and flies and meal spicing

The Table 4.6 reveals that, 88.9% of the respondents indicated that there are no pests and flies in the service room, a few (11.1%) indicated they are averagely there. In the Table above, 48.1% said the meal spicing is well done while, 37% of them is averagely done.

4.3.1.3 Well trained workers, serving hot food, and waiters and waitresses are clean

Results further reveal that 74.1% of the respondents said that the workers are well trained, while 22.2% of them mentioned averagely. More so, food is served when it is still hot (88.9%) while, 55.6% revealed that the waiters and waitresses are clean. The findings implied that in most hotels there are several ways in which the management has ensured meal quality to facilitate customer satisfaction

Table 4.6: Forms of menus used in hotels (customers)

Source: Primary Data

A’la carte and Table d’hote

From the Table 4.4 above, 55.6% of the customers agreed with A’ la carte menu is used, 18.5% agreed, 7.4% disagreed, 14.8% were not sure, and 3.7% strongly disagreed. Majority of the customers agreed implying that in some hotels in Nakawa Division, the A’la carte menu is used. Also, 59.3% strongly agreed that the hotel has Table d’ Hôte menu (Table d’ Hote), 14.8% agreed, a similar percentage (14.8%) disagreed, 7.4% were not sure, and only 3.7% strongly disagreed. This means that in some hotels in Nakawa division adopted Table d’ Hote as the type of menu to be used to serve their customers.

Carte du Jour and Plat du Jour

From the views of the hotel customers, 55.6% strongly agreed with the hotel has a special menu for a particular day (Carte du Jour), while 14.8% agreed, 14.8%% of them strongly disagreed, 7.4% disagreed and a similar number (7.4%) were not sure. The majority of the customers were positive implying that some hotels in Nakawa Division have Carte du Jour menu in their service. In addition, Table 4.4 indicated that plat du Jour is one of the menu that are used by some hotels in Nakawa division because 46.7% strongly agreed, 14.8% agreed, another 14.8% were not sure, a similar number (14.8%) disagreed and only 3.7% strongly disagreed. The majority were positive meaning some hotels in Nakawa division use Plat du Jour as the type of menu.

Cyclic menu, doorknob menu and static menu

Table 4.4 also shows that, 37% strongly agreed with cyclic menu where the restaurant has a menu which changes every day for a certain set of days before the cycle ends compared to 29.6% who were not sure, 14.8% agreed, a similar number 14.8% disagreed and only 3.7% strongly disagreed meaning cyclic menu is one kind of menu used by some hotels. The findings also revealed that the hotel has a menu which is hung behind the doorknob of a particular room comprising of all the available dishes, beverages and major meals plus snacks with the rates indicated (46.7%) strongly agreed, 29.6% agreed, 7.4% indicated no. Finally, the Table 4.4 above revealed that 55.6% strongly agreed that the restaurant has a menu that is often laminated for easy cleanup (Static menu) compared to 14.8% who agreed, only 11.1% disagreed and 3.7% strongly disagreed.

4.4.2. Maintenance of meal service in hotels

Table 4.7: Maintenance of meal service in hotels

4.3.2.1 Hand washing at service point, clean plates and cutlery, and well cooked food

From the Table 4.7 above, 94.3% of the customers indicated that hand washing facilities at the service point are well done and 5.7% are averagely done. Also, 97.1% said the plates and cutlery is always clean are well done while, 2.2% of them said averagely done. It also shows that 77.1% of the respondents said the food is well cooked while 22.9% of them indicated averagely.

4.3.2.2 No pests and flies and meal spicing

The Table 4.7 reveals that, 91.4% of the respondents indicated that there are no pests and flies in the service room, a few (8.6%) indicated they are averagely there. In the Table above, 75.7% said the meal spicing is well done while, 18.6% of them is averagely done.

4.3.2.3 Well trained workers, serving hot food, and waiters and waitresses are clean

Results further reveal that 84.5% of the respondents said that the workers are well trained, while 14.3% of them mentioned averagely. More so, food is served when it is still hot (77.1%) while, 78.6% revealed that the waiters and waitresses are clean. The findings implied that in most hotels there are several ways in which the management has ensured meal quality to facilitate customer satisfaction.

4.4.3 Customer response on Maintenance of meal quality in hotels

Table 4.9 below shows how meal quality were maintained in the hotel.

Table 4.8: Maintenance of meal quality in hotels (customers)

Source: Primary Data

4.4.3.1 Garnishing of food, food hygiene, and good nature of food service equipment

Results in Table 4.9 above showed that majority of the respondents (59.3%) strongly agreed that garnishing of food is good. Also, plating of food is done (55.6%) and the hygiene of food service area is good (46.7%). The table also shows that 68.9% of the respondents strongly agreed that the nature of food service equipment is good (37%).

4.4.3.2 Good food taste and colour, and service of exact food on the menu

Besides the Table 4.9 showed that 55.6% of the study respondents strongly agreed with hygiene of the waiters and waitresses, 37% of the respondents mentioned that the taste of the food is good, 55.6% of the respondents said the colour of the food is very good, and a similar number (55.6%) strongly agreed with the restaurant serves the exact food on the menu.

CHAPTER FIVE

DISCUSSION OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.0. Introduction

This chapter presents the discussion, conclusion and recommendations of the study carried out on the study under investigation.

5.1 Discussion of Findings

5.1.1 The social economic status of customers and workers in selected hotels

Findings revealed that majority of workers and employees were in the 40-50 age group followed by those between 30-40years. Most customers and workers were male. This implies that hotels in Nakawa division have more employees between the ages of 30-50years. Also, the hotels receive more customers in the same range of age. This findings are in line with Javalgi (2019) who found that older customers perceived personal service as important attributes of hotel services. The pronounced emphasis on service interactions among the elderly was also highlighted in a study by Mattila (2013) where the lack of personal service in room delivery was found to be major barrier of customer satisfaction among mature customers.

In addition, the study results established that most of the workers and employees were diploma holders followed by those who had acquired Bachelor. Most of the customers were self-employed. Most of them earned above 500,000 followed by those who earned 310,000/= – 500,000/=. The findings are in line with Kumar (2017) who argued that income of the socioeconomic factors that influence customer satisfaction in hotels. Customers with higher income levels may perceive service quality differently from their lower income counterparts.

5.1.2 The forms of menus and meal service used in selected hotels

The findings are revealed that the most common forms of menus used in most hotels include A’ la carte menu,Table d’ Hôte menu, Carte du Jour, Plat du Jour, cyclic menu, room service doorknob menu, and Static menu. This implied that hotels apply different types of menus to cater for the different clients in a bid to ensure customer satisfaction. The study findings are in line with Jones (2012) who stated that the menu presentation, its design and its descriptions of menu items all contribute to the guest experience. Also, Mills and Thomas (2017) noted that the menu is considered the initial opportunity to exceed guests’ expectations of their dining experience in a restaurant.

Concerning meal service in hotels, the study found out that the hotel allows customers to serve themselves, only a few hotels allow their customers to serve themselves. Also customers are served using tray service, counter service, and table service. This implies that in some hotels, they use table service, self-service, tray services, and counter service. The findings concur with Kumar (2017) who established that the service of food and beverages may be carried out depending on type establishment, type of customer to be served, time available for a meal, turnover of customer/clients, type of menu presented, cost of the meal served, and site of the establishment. The essentials of a good service are that quality meals are served efficiently and at a good price.

5.1.3 How meal quality is ensured in selected hotels

The study established that meal quality is ensured through having hand washing facilities at the service point and keeping the plates and cutlery always clean. It is also done through inspecting customers frequently, high quality meals, providing good after service, no pests and flies in the service room, serving food while it is still hot and ensuring that the waiters and waitresses are very much clean. The findings implied that in most hotels there are several ways in which the management has ensured meal quality to facilitate customer satisfaction. The study findings agree with Kumar (2017) who argued that meal quality plays an important role in food service industry. The quality of meal related with quality of raw materials, both are helpful to increase the effectiveness of the menu and it is the selling tool for the restaurant. Meal quality is one of the factors in customer evolution on different categories of restaurants.

Study findings revealed that meal service is maintained through garnishing of food, plating of food, the hygiene of food service area is good. It is also maintained through having good food service equipment is good, keeping the taste and colour of the food good. This shows that in most hotels meal service has been ensured to influence customer satisfaction.

5.1.4 The level of customer satisfaction in selected hotels

Study findings showed that the hotel has several methods in which menus are complied, the hotel plans on the type of food to be prepared and served, and the hotel considers the needs of the customers while planning for its menu. In addition, hotels also considers a variety of cooking methods, varieties of foods, and the social economic status of customers is considered when compiling the menu. This implies that most of the hotels in Nakawa division ensured menu planning in various ways. The findings are in agreement with Josepa (2016), who revealed that it is fundamental to menu planning to know your consumer base in terms of their gender, race, religion, medical requirements, lifestyle choices among others. While, the composition of the menu should be drawn from the 5 food groups. In addition, all cooking methods should be employed to provide a variety of flavour and texture and to present attractive food by sight and smell at the point of service. He further notes that the menu cannot be compiled to be more expensive than the level of finances available to support it. It is important that the catering manager/senior chef maintains a record of consumption rates to determine future production.

5.2. Conclusion

The study concludes that;

The hotels have several methods in which menus are complied, the hotel plans on the type of food to be prepared and served, and the hotel considers the needs of the customers while planning for its menu. Hotels also considers a variety of cooking methods, varieties of foods, and the social economic status of customers is considered when compiling the menu. Hotels apply different types of menus to cater for the different clients in a bid to ensure customer satisfaction such as A’ la carte menu,Table d’ Hôte menu, Carte du Jour, and Plat du Jour.

Hotels use table service, self-service, tray services, and counter service while ensuring meal quality is ensured through having hand washing facilities at the service point and keeping the plates and cutlery always clean. It is also done through inspecting customers frequently, high quality meals, providing good after service, no pests and flies in the service room, serving food while it is still hot and ensuring that the waiters and waitresses are very much clean.

The meal service is maintained through garnishing of food, plating of food, the hygiene of food service area is good. It is also maintained through having good food service equipment is good, keeping the taste and colour of the food good. This shows that in most hotels meal service has been ensured to influence customer satisfaction.

5.3. Recommendations

Based on the study findings, the following recommendations were made;

The hotel management should train its staff members further on the ways to present food on the table for the guests. This should be through seminars and training during weekends.

The management should maintain the colour and taste of their food. This would ensure consistency in the meal quality.

The management should ensure that it serves the exact food on the menu so that customers get value for their money.

5.4. Areas for further studies

The researcher recommends that the following studies be carried out:

• Menu planning and customer loyalty
• Meal quality and performance of the establishments

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APPENDICES

APPENDIX I: CUSTOMERS

Dear respondent,

My name is Onyango Lex, a student of Kyambogo University, pursuing a Bachelor of Hotel and Institutional Catering. I am carrying out research on “influence of menu planning, meal quality and meal service on customer satisfaction in selected hotels in Nakawa Division, Nakawa Division Kampala District”. You have been selected to participate in this study. Results will only be used for academic purposes.  Thank you.

Instructions: Please tick against your most appropriate answer and fill in the spaces provided in each section.

Section A: Social demographic and social economic status

1) Gender

1. a) Male b) Female

2) Age bracket of respondents

1. a) 20-30 b) 30-40 c) 40 -50                      d) 50 and above

3) Level of education

1. a) Certificate b) Diploma c) Bachelor’s degree           d) Master’s degree

4) Form of employment

1. a) Self-employed b) Civil servant c) Employed in private company

5) Level of income

1. a) 0-100,000/= b) 100,000/-500,000/=      c) 500,000/= and above

6) Years you have been a customer of this hotel

1. a) 0-5years                 b) 6-10years                c) Above 10years

Section B: Forms of menus and meal service used in this hotel

7. Please indicate your opinion on the forms of menus and meal service used in this hotel accordingly. Tick your appropriate response using 1=very good, 2 = good, 3 = fair, 4 = poor, and 5 = very poor.

1. Please indicate your opinion on the forms of meal service used in this hotel accordingly. Tick your appropriate response using 1=very good, 2 = good, 3 = fair, 4 = poor, and 5 = very poor.

Meal service

Section C: How meal quality is ensured in selected hotels in Nakawa Division

9. Please indicate your opinion on how meal quality is ensured in selected hotels in Nakawa Division accordingly. Tick your appropriate response using 1 = like very much, 2 = like, 3 = neither like nor dislike, 4 = dislike, and 5 = dislike very much.

9. Please indicate your opinion on whether you are satisfied with the types of menus and meal service in this hotel. Tick your appropriate response using 1 = very good, 2 = good, 3 = fair, 4 = poor, and 5 = very poor

10. Please show your level of agreement on how meal service is maintained in this hotel. Use the scale (1=very good, 2 = good, 3 = fair, 4 = poor, and 5 = very poor).

Thank you for your time, may God bless you.

APPENDIX II: QUESTIONNAIRE FOR MANAGEMENT AND STAFF

Dear respondent,

My name is Onyango ALex, a student of Kyambogo University, pursuing a Bachelor of Hotel and Institutional Catering. I am carrying out research on “influence of menu planning, meal quality and meal service on customer satisfaction in selected hotels in Nakawa Division, Nakawa Division Kampala District”. You have been selected to participate in this study. Results will only be used for academic purposes.  Thank you.

Instructions: Please tick against your most appropriate answer and fill in the spaces provided in each section.

Section A: Background information

1) Gender

1. a) Male b) Female

2) Age bracket of respondents

1. a) 20-30 b) 30-40 c) 40 -50                      d) 50 and above

3) Level of education

1. a) Certificate b) Diploma c) Bachelor’s degree           d) Master’s degree

4) Years you have spent working with this hotel

1. a) 0-5years                 b) 6-10years                c) Above 10years

Section B: Forms of menus and meal service used and their characteristics in your hotel

5. Please indicate your opinion on menu planning in your hotel. Tick your appropriate response

• . Please indicate your opinion on the forms of menus and meal service used and their characteristics in your hotel. Tick your appropriate response

Menu

7. Please indicate your opinion on the forms of meal service used in this hotel accordingly. Tick your appropriate response using 1=very good, 2 = good, 3 = fair, 4 = poor, and 5 = very poor.

Meal service

Section C: How meal quality is ensured in your hotel

8). Please indicate your opinion on how meal quality is ensured in your hotel. Tick your appropriate response using 1=very good, 2 = good, 3 = fair, 4 = poor, and 5 = very poor.

9). Please show your level of agreement on how meal service is maintained in your hotel. Use the scale (1=very good, 2 = good, 3 = fair, 4 = poor, and 5 = very poor).

Thank you for your time, may God bless you.